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Pay TV Prices in OECD countries, May 2017

Report Summary:

The Pay TV Prices in OECD countries report uses price data from May 2017, and is an update to the previous reports based on price data from May 2015, November 2015, May 2016 and November 2016.
Television is a key element in the information society, and can be regarded as one of the most basic services offered to households in any country. While more or less free offers exist in most countries, providing access to a limited number of basic TV channels, most households will opt for more advanced services incorporating more variety of TV programming and extended technical capabilities. For such services the consumers normally need to turn to the Pay TV providers and buy services delivered to their home via cable, internet or satellite based systems. In the more mature markets, there is however an increasing number of consumers “cutting the cord”, using mobile or internet based services to support their TV needs, and this trend is helping to shake up an already competitive market.
The Pay TV services offered by different providers may vary a lot. There are also great differences in the services offered in different countries. This report aims to compare the costs of the most basic services offered in a range of countries (31 of the 35 OECD countries). While most providers will offer a wide range of services, with an extensive choice of channel options and technical capabilities, this report focusses on the most basic offers without requirements for any premium channels or any advanced technical capabilities. Some providers may, however, only offer packages that include some such capabilities, and these are then also included.
The result of this analysis, carried out in May 2017, is based on 1851 offers across the 31 countries, and shows that there are great differences in costs facing consumers across the study countries. The ten countries with best prices are Poland, Sweden, Finland, Estonia, Hungary, Denmark, Austria, Australia, Slovak Republic and Slovenia. The prices in these countries range from US$ 4.94 per month to US$14.21 per month. The simple average across all 31 countries in May 2017 is US$ 21.73. Since November 2016, the average cost, based on the cheapest overall offer per country, has decreased by 1.3%. The decline has been driven by a significant price reduction by OTE in Greece as well as a significant price promotion run by Sky in the UK. On the other hand the cheapest price in Spain increased significantly at +62.2%, as single service Satellite pay TV is no longer available to new Movistar+ customers who now have to subscribe to an IPTV offer bundled with fixed broadband. The average of the cheapest offers from all providers in each country has increased by 4.6% between November 2016 and May 2017.
There was a decrease of overall promotional activity in May 2017, with 43% of offers including promotions, compared to 47% in November 2016; however the average promotional value amongst the cheapest offers was significantly higher in May 2017 ($3.81) than in November 2017 ($1.77). When looking at the average cheapest non-promotional price, the trend is rather different with an increase of 7.3% between November 2016 and May 2017.
The costs presented do not include any specific TV License (tax) that are applied in many countries, but do include relevant equipment to deliver the technical capabilities offered with the services (e.g. for HD channels and recording capabilities, where relevant). The TV Licence fee may vary between approximately US$ 9 and US$ 30 per month, depending on the country.
Please note: As no established methodology exists for comparing Pay TV services, Strategy Analytics has developed this ad hoc methodology based on general basket methodology principles and experience.